Through CAreer Pathways, Californians could gain career-building skills for free using only a library card. But the people most likely to need these resources—underemployed and unemployed residents, particularly women, young adults, people of color, and those without a bachelor’s degree—were the least likely to know they existed.
Our approach: Human connection at scale
3fold built a statewide strategy rooted in one goal: close the gap between awareness and action for those most affected by economic inequity.
We developed community-informed messaging to break through assumptions and reduce friction points like language, platform intimidation, and digital access. Working alongside more than 1,000 library branches across California, we supported rollout with scalable, equity-focused outreach and coordinated on-the-ground partner engagement.
Impact that goes beyond impressions
- 45 million total impressions
- 1 million video views
- 7,600 in-library visits directly tied to campaign efforts
The result?
A statewide awareness campaign that didn’t just reach people—it moved them to act, showing how libraries can be powerful engines for economic mobility.
